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1.7. Discuss in pairs.

  1. Do you think advertising is a good or bad thing? Why?

  2. What are your favourite commercials? Why?

1.8.  Write three small ads, or design one big advertisement, for things that you want to sell.

II. How advertising works

2.1. Group work. You will find that most advertisements tend to be persuasive. Find out how advertisements:

  • attract attention;

  • command interest;

  • create desire;

  • inspire conviction;

  • provoke action.

Here are some prompts to start you off:

  • Attention is attracted by…

  • It is hard to overlook the advertisement because…

  • The argument of the advertisement is…

  • The advertisement is likely to be successful because…

  • The product is easily remembered because…

  • The value of the product is demonstrated by…

  • The message convinces the customer of…

  • The advertisement stimulates…

2.2. You are going to read a text about tv commercials. Write 5 questions that you would expect to be answered.

2.2.1.  Now read the text. Does the text answer your questions? The World Of tv Commercials

Some people love them – others hate them – but almost everybody watches dozens of TV commercials every day. They are, in fact, a vital part of 1990s media culture. Why? Because they don't just sell us products – they also reflect our dreams, fears, stereotypes and fantasies. So how do they work? Our journey through the land of “jingles” and “slogans” begins with...

The Rules

Television commercials have to obey different rules in different countries. Even so, a few basic conditions exist almost everywhere. For example, advertisers mustn’t attack someone else's product or make false promises. What they say must be, in the words of Britain's advertising rules, “legal, decent, honest and truthful”.

The Account

When a company wants to sell its product on TV it goes to an advertising agency. If it likes the agency's ideas it pays them to make one or more commercials. This business relationship is called an “account”. These days, many top accounts are worth several million pounds.

The Product

So what kinds of products are advertised on TV? Well – almost anything. For example... • banks • cars • chocolate • insurance • toothpaste • computers • toys • coffee • airlines • supermarkets.

The Market Research

OK – so an agency has a new account. What does it do first? Market research. In other words, it talks to consumers about the product and analyses what they say. To do this, it divides consumers into groups according to their… • age • race • sex • income. Market research shows what people think about the product.

The Concept

Next comes the concept. This is a general idea for the style of the commercial. For example, it may be a cartoon fantasy, a 50s rock and roll party or a romantic beach scene. Some of today's most popular concepts include... • the mini-soap (a series of commercials which tell a story) • the environment (this shows how healthy and natural a product is) • “the new man” (images of gentle, sensitive men, often shown with babies or young children) • “the female executive” (images of successful women with glamourous, busy lives).

Storyboard

A team of advertising agency people create each commercial. One member of the team is the art director. Once there's a concept, he or she produces a storyboard. This is a series of pictures, which shows what the commercial will look like and how it will develop scene by scene.

The Slogan

Another important member of the team is the copywriter. It's his or her job to write a script for the ad. This usually includes a short, clever, easy-to-remember phrase or “slogan”. Three recent slogans in British commercials were... “Gas – the heat of the moment” (British Gas), “Sony – why compromise?” (Sony), “Everything you want from a store and a little bit more” (Safeway supermarkets).

The Music

Images and words are both vital factors in a TV commercial. Another is the music. Some ads have their own short song or “jingle” (which usually includes the slogan). Others use pop, jazz or classical tunes to create a mood, which fits the product.

The Shoot

Commercials are “one-minute-movies”. They cost a lot of money and some take weeks to film. Others, of course, only take two or three days. It all depends on the product, the concept and the budget.

The Slot

“Slots” are the short breaks during and between programmes. TV companies sell them to advertisers, but not all for the same price. A slot at 4.30 p.m., for example, is much cheaper than one at 8 p.m. That's because more people watch TV in the evening or “peak viewing” hours.